Australian Box Office reaches all-time high

Val Morgan forecast 2015 was destined to rewrite the cinema record books. The company has this week reported box office takings are now the highest in cinema history. This exceeds the previous record-breaking year 2010, when Avatar redefined box office records globally.

Fuelled by blockbusters including Avengers: Age of Ultron, Fast & Furious 7 and Fifty Shades of Grey among many others, box office is up 18% year-to-date and admissions are up 11%, driven by all key demographics.

The autumn/winter season opened with a bang and audiences are flocking to the cinema in droves to see the slate of blockbuster franchise powerhouses. Avengers: Age of Ultron debuted to a massive $15.7 million in Australia, setting the third-highest opening of all time and the highest opening of 2015. The top five films year-to-date include Fast & Furious 7, Fifty Shades of Grey, Cinderella, American Sniper and The Imitation Game.

At the end of its first full week in cinemas, Age Of Ultron has earned $20.91m. That is the seventh biggest opening week ever, slightly behind TheAvengers in 2012 which took $21.83 in its first week.

The top three movies at the end of this week – Age of Ultron, Fast & Furious 7 and Cinderella have now taken over $80m between them.

DanielHill, Val Morgan Cinema managing director, commented: “Brands using cinema are being rewarded with campaign audience delivery in an unrivalled content environment. Cinema is the ultimate platform for brands, premium content to the most engaged audience.”

Reinforcing cinema’s role in the media mix, Val Morgan has just released the third phase of their Power of Cinema research. The research proves that cinema plays a more powerful role than ever in an advertiser’s AV strategy, delivering uplifts in positive brand sentiment measures, advertising cut through and brand consideration.

And the ride isn’t over with a massive 23 million admissions expected in the upcoming winter season. With blockbusters releasing week after week such as Entourage, Jurassic World, Minions, Ted 2, Magic Mike XXL, and Marvel’s Ant-Man, there are abundant brand opportunities across a breath of target audiences. Source: Val Morgan